Workfront, formerly known as AtTask, had out grown its name. The software was no longer about just creating and managing tasks but rather a full workflow.
The new brand took its cues from the bold new logo that was created. The lion connotes leadership, strength, and energy. Our in-house team worked in partnership with West Coast agency, Blackwing Creative. Blackwing launched an awareness campaign using the lion imagery to create the “can-do” attitude Workfront embodies.
Besides the new logo and corresponding collateral, new templates for Workfront were created for all of the in-house produced assets. This included everything from some changes to our website to all new event graphics and sales collateral.
Workfront New Collateral
As the Brand Manager at Workfront, my main goals during and after the rebrand were to create new templates for most if not all of our collateral. We wanted the templates to feel much more sophisticated and professional but still maintain a boldness to them the new brand helped define. With two or more designers having to use these templates, sometimes at the same time, the functionality of the template was just as important as the design.
Previously many of our eBooks had been meticulously illustrated. To alleviate some of that backlog and to make all the eBooks more cohesive a more photographic approach was chosen.
This applied to our case studies, guides, whitepapers, data sheets, pricing guides and even PowerPoints.
In the end this created a much bolder and cohesive look for the brand but also took less time implementing from an in-house team standpoint.
New Workfront eBook
New Workfront Guide
New Workfront Case Study
9 Levels of Enterprise Work Hell
This piece compares the typical overused requests at work and compares them to Dante's 9 Levels of Hell. I art directed a fellow designer and illustrator for the artwork and worked in conjunction with our content team at Workfront.
This project original started as an eBook only and was quickly asked for printed copies when the design was all finished. The book cover was printed offset with a UV spot varnish while the guts, or inside pages, were printed digitally to save on cost.
Illusions of Productivity - eBook
This particular eBook was aimed specifically at creatives. The pain points are particularly spot on. I worked with an illustrator and art directed them on the look and content of the artwork. I also worked in conjunction with our in-house content team.
The Working Dead
This eBook takes a look at what it would be like if those certain people in your office were really zombies. I art directed this with our in-house illustrator and collaborated on this with one of our more zombie frenzied writers.
This particular project was a fun one not only to concept and collaborate but to execute. The reactions from around the office as the artwork was created was fantastic. This also set-off a mini campaign with a motion graphic and video spots that were created.
Having just done a rebrand of the whole company, name and all, we knew not only because our customers were asking for it but we needed for them to meet or be reintroduced to Workfront.
Leap 2015, was the first user conference Workfront had put on in four years. In conjunction with our events team I worked to help develop several concepts for what 'extend your leap' really meant and what that looked like visually.
Knowing that this was a great opportunity to go big with the new brand, we focused on the new brands primary colors and imagery. Bold typography was brought in to help direct but also elicit words of importance to the audience. Finally some powerful geometrics and patterns were brought in to really tie things together and help when photos were not the easiest to use.
Overall, Leap 2015 was a success! The predicted attendance was at 300, it far surpassed that with a little over 500 attendees. By far the branding and conference content had attendees raving about the conference.
Leap 2015 Signage
Signage was used throughout The Mirage to help direct and get attendees excited about the conference.
Leap 2015 User Conference Guide
To provide a comprehensive overview of the conference activities as well the times each speaker was scheduled for and breakout sessions, the Leap User Guide helped attendees maneuver the venue and provided another way for us to give our sponsors a touchpoint.
Printing of the piece was done offset, with a staggered tab system––making it easy for attendees to flip to the section they needed quick. The guide was finished with a perfect bind and a spot UV varnish on the covers and tabs.
Cayenne Creative Website
As an art director at the Birmingham Alabama based agency, Cayenne, the website was a major draw to getting new clients and showing what type of agency Cayenne was.
The new site was the agency's first attempt at utilizing HTML and CSS, a departure from the previously heavy Flash site.
One of the owners, the copy writer, was very much into the idea of the blog being front and center. Helping Cayenne be a thought leader in the Southeast for advertising and branding.
UAB Nursing Annual Report
The University of Alabama at Birmingham's Hospital has an incredible group of nurses. Each year an annual report chronicling changes and growth within their program was created.
I art directed a fantastic photographer so that each image used was authentic and unique to UAB's nursing program. The shoot itself took about four days. The design of the report used typography to help create inspiration and motivation for the current nurses and the newest ones joining.
The actual report was made tabloid size to reflect the big changes that had and were happening to the program at the time. It was folded in half and mailed to board members in a clear envelope.
Cayenne Holiday Gift '08
Cayenne, a Southeastern agency, tried to find unique and interesting ways to celebrate the holiday season with their clients as well as drum up new business.
The agency's name had come from this idea of "fire in the belly" and never being satisfied with the status quo. At that rate, anything hot and fiery was on the menu.
The business partner had come across these kitschy and fun lighters that looked like huge matchsticks. To package them I designed a huge match box that refelected the simpler times of the 1940s and 50s. You know, just to keep the kitsch in check.
Cayenne Holiday Gift '09
Each year, Cayenne, an agency based in Birmingham Alabama, created a hand crafted gift to give to current clients and prospective ones.
The year before had been a giant kitschy lighter that happened to look like a match. Playing on the heels of that I concepted the idea of being "too hot to handle" and using a fire extinguisher as the packaging for the gift. Inside was a t-shirt that read, "Stop, Drop and Create".
McWane Steel, located in Birmingham Alabama, was looking for something a bit more substantial then a newsletter but not as serious as an annual report. In comes, McWane Magazine.
It took its cues design wise from the blue collar workers who the magazine was for and about. Although it utilizes a grid, typography and photos broke out from it to make the whole thing feel a bit more friendly and creative.
Gus' Hot Dogs
Gus' Hot Dogs is a one-off restaurant in Irondale, Alabama. The owner was looking to expand and possibly franchise but knew he needed a much stronger brand and visual presence to do so.
I took this project on initially as my undergraduate senior project. It quickly became the real deal, when the owner saw my initial thumbnails and direction.
I am from Chicago, Illinois originally. So hot dogs are somewhat of a hobby in my family. Gus' hot dogs were a totally new category for me. They were the Southern hot dog. Part meat and three—part barbecue and always with extra special sauce. They defied my understanding of hot dogs which only made the project all the more fun.
The project became a sort of cultural study as well. I knew I wanted the brand to ring true with current customers as well as potential ones. It couldn't be overly polished or stuffy. But rather down-home and a little bit old-school.
It became a cultural study for me, when I started to write the copy. How did a Southerner express appreciation for something spicy and tasty? I could not just use the jargon I was familiar with. The design had a similar approach. I study, explored and photographed old sign lettering which became the basis for the logo. Old sign painting became a relevant and smart resource option for much of the signage at the actual location. This in turn led me to look for other ways to really think about how the pieces would be produced. Eventually all printed pieces were done digitally first and then painstakingly screen printed by hand as one-offs.